Calculate Customer Lifetime Value (CLV/LTV) for SaaS and e-commerce businesses
Analyze churn rate, purchase frequency, and CAC-to-LTV ratio to evaluate...
CLV (also called LTV) is the total revenue a business can expect from a single customer over the entire relationship. It helps determine how much you can afford to spend acquiring and retaining each customer.
Focus on reducing churn (longer customer lifespan), increasing average order value through upsells and cross-sells, improving purchase frequency, and delivering service quality that builds loyalty.
CLV (Customer Lifetime Value) and LTV (Lifetime Value) are used interchangeably in most contexts, and this calculator treats them the same way. Both figures here are gross revenue per customer, not profit — they do not subtract cost of goods sold or fulfillment costs. In Advanced mode, entering your Customer Acquisition Cost (CAC) nets CLV against acquisition cost only, giving a profit-per-customer figure, but that is not the same as a fully margin-adjusted LTV.
A common rule: CAC (Customer Acquisition Cost) should be no more than 1/3 of CLV (LTV:CAC ratio of 3:1). If your CLV is $300, spending up to $100 to acquire a customer is sustainable. Enter your CLV and current CAC to see your LTV:CAC ratio and whether acquisition spend is justified.
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CLV Calculator
Calculate Customer Lifetime Value.